CUSTOMCRAFTUA
Initial Data
Objectives
- /01 Increase the number of orders via the online store and Direct (for both ready-made products and custom designs).
- /02 Develop a recognizable visual brand style that emphasizes naturalness and exclusivity.
- /03 Increase audience loyalty by demonstrating the production process ("backstage").
- /04 Configure targeted advertising for audience segments that value handmade goods, eco-friendly products, and designer items.
- /05 Build a sales funnel from the initial brand introduction to repeat purchases.
Implementation Strategy
The strategy was centered on “craft storytelling.” We focused on the aesthetics of wood (texture, aroma, tactile qualities) through macro videos and professional photography. Advertising campaigns were divided into product-based (specific items) and brand-image (workshop history) categories, with an emphasis on gift themes and creating a cozy home environment.
Work Performed
Audit and Aesthetic Profile Design
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Developed a unified visual concept (natural colors, minimalism).
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Organized Highlights by categories: “Catalog,” “Process,” “Materials,” “Reviews,” and “Custom Orders.”
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Optimized the profile bio and set up a multi-link for quick transitions to messengers.
Content Marketing and Creatives
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Launched a “Workshop ASMR” Reels series: sounds of wood processing, oil coating, and engraving (achieved high virality and engagement).
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Conducted professional photo shoots of products in interior settings to help customers visualize their purchases.
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Developed promotional offers for seasonal holidays (gifts for him/her) and options for personalization (custom engraving).
Targeted Advertising Setup
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Launched campaigns with “Sales” (Product Catalog) and “Messages” (for custom order estimations) objectives.
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Configured targeting by interests: interior design, eco-products, woodworking, gifts, as well as targeting birthday celebrants and their friends.
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Format testing: Product “Carousel” vs. Videos of the production process.
Audience Engagement and Remarketing
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Configured Meta Pixel to “re-engage” website visitors who added items to their cart but did not complete the checkout.
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Implemented a quick-reply system in Direct for instant consultations regarding wood types and production timelines.
Analytics and Optimization
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Monitored ROAS (Return on Ad Spend) and average order value.
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Optimized budgets in favor of “hero” products with the highest demand and profit margins.
Results
| Created an active commercial profile generating daily inquiries and sales. |
| Significantly increased brand awareness for Custom Craft among the target audience on Instagram. |
| Increased the share of custom orders through the visual demonstration of craftsmanship and manufacturing capabilities. |
| Raised the average order value through cross-selling and personalization offers. |
| Established a loyal customer base that returns for gifts and recommends the brand to friends. |
Analysis and validation of results
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